Classical Conditioning

Example: Adadis Shoe
Photo source: Shoe Store in KOMTAR, Penang

Figure 5.2 shows the adadis shoe.

     Classical conditioning is a psychological technique in behaviourism that evoke a stimulus with an unconscious response.
     At first look, the Adidas logo in Figure 5.2 appears to have nothing wrong, until we pay more attention to the word "Adidas". This design uses classical conditioning for deception. We have become conditioned to the image of the Adidas logo associated with the word "adidas" right below it that we do not immediately see that the word is actually "Adadis" and not "Adidas". We have been exposed to the logo and the Adidas logo constantly such that when we glance at the shoe, we would have think that it is the genuine Adidas brand when it is not. Hence classic conditioning is seen here whereby the word "Adadis" and its logo has evoked an unconscious response.